BA (Hons) Marketing


Course Duration

36 months


Delivery Method

Face to Face

Course Fee

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Delivered & Awarded by

De Montfort University

About this Course

On the Marketing BA (Hons) at DMU you will learn how to analyse real business problems and provide creative marketing solutions.

You will be taught by lecturers who draw on their extensive business experience and established links with industry, to deliver innovative learning that has a direct application to the real world of business. Some of the areas you will study on the course are how to develop an advertising campaign, produce a new brand concept, develop a brand extension and write a feature article.

You will also learn how to analyse consumer buying behaviour, collect and interpret market research and consider strategic implications behind marketing decision making. In the first year you will study key marketing topics that have a major impact on all areas of business activity. In years two and three you will select from a wide variety of more specialised modules such as digital marketing, international marketing, brand management and advertising and promotion.


Year 1

This module is designed to give a very generalised introduction to the wide area of Accounting in a deliberately non-technical manner. It is intended to concentrate on the use of financial information as opposed to the deep methodological basis of accounting practice.

This module is designed to support you in the development of your academic study skills. It aims to complement the professional practice opportunities available throughout the course and to provide you with the skills necessary to maximise on your graduate employability.  

A key focus of the Leicester Castle Business School is to support you to embrace university life and ensure that you are embedded within DMU’s Global community. This module ensures that you have adequate access to your personal tutor, with the same personal tutors teaching your seminars. Academic and pastoral support will be provided by personal tutors on an ongoing basis. Entering higher education creates a number of challenges for first year learners. Alongside your course’s core topics, you are required to develop your academic skills. This enables you to research and present your assessments in a formalised manner. This module provides learners with a foundation in DMU’s core academic skill requirements with the intention of improving the standard of your work across all modules.

This module introduces the student to Entrepreneurship and Enterprise, and embraces both an understanding of the characteristics of the former, and the basic elements of setting up the latter.

The module begins by having students explore their own life journey and progresses with an investigation into the real world of business looking at necessary theory and models to help the student understand the similarities and differences between Entrepreneurs, Entrepreneurialism, and Enterprise. This module explains the nature of entrepreneurship and the business start-up process with respect to new ventures. It will also explore the key qualities, skills and knowledge that are needed by ALL students as they enter the world outside tertiary education. The module encourages an awareness of the value of entrepreneurs to our economy.

Through this module, students will discover the context in which entrepreneurship takes place.  The focus will be on the world of business both corporate and private environments, as well as social entrepreneurship.

In so doing, students are coached to develop business skills, confidence, communication skills, imagination and creativity, and encouraged to maximise their strengths and manage their weaknesses.

Introduction to Work and Organisations introduces students to a range of mainstream and more critical theories and research in the wider field of Organisational Behaviour. This module draws insights from psychology, political science, social psychology, anthropology, economics and sociology. This course will introduce you to some of the central theories and frameworks in the work and organisational theory, and will tie them to concrete organizational situations.

As it explores behaviours at an individual, group and organisational level and seeks to explain why individuals and groups behave differently in different contexts. It distinguishes between formal and informal organisation at work, comparing key principles of organisational design and their impact on organisational effectiveness. It outlines the principles of management which underlie the design of work and examines the influence of technology on job satisfaction and the motivation to work.

The topics covered in this module contribute to developing an understanding of how organisations influence the world around us and how the behaviour of people within them is central to this process. Critically, this course will provide you with a basis for understanding and evaluating organisations and their management practices, regardless of whether you aspire to be in a management position.

The module offers students a comprehensive introduction to the broad subject area that is marketing. The aim is to give successful students an understanding of the breadth of marketing theory; brought to life by illustrating its practical applications.

The course will provide students with an understanding of how these parts fit together, along with the basic skills needed to get off to a flying start with their studies in the more specialised marketing topics in subsequent years. As a core module in marketing related degrees, a key theme is to illustrate the decisions that face practitioners in their day-to-day work. The module encourages students to reflect on how they would handle such situations in their future careers

The module runs in parallel with the Principles of Marketing module (MARK1500). Students will develop a critical awareness of the basic concepts of information and decision making that are integral to marketing. They will use these techniques to solve problems and make decisions by way of participation in a marketing game.

The approach is based on a hypothetical market that will allow the students to explore and experiment with various marketing tools in order to achieve a satisfactory business performance. The data provided presents a situation in which evidence must be selected and interpreted, theory applied and a range of decisions made. This will help to introduce students to the limitations of market data.

The module will be largely taught through a combination of lectures and computer simulation sessions. The lab sessions will allow students to explore the software package, which will improve their understanding of the importance of information in business decision making.

Digital and Social Media Context of Business

This module focuses on how digital technology and social media developments are influencing customers and are encouraging significant innovation in the marketing strategy and business operations of many firms. In this module, students will be encouraged to look at how Web technology (especially Web 2.0) is affecting the service processes and communication approaches of both commercial and non-profit organizations. As businesses engage with and monitor social networks, brand communities, blogs, wikis and forums, we introduce students to processes that firms are using to analyse and manage social networks in digitally-driven markets.

This module focuses on how digital technology and social media developments are influencing customers and are encouraging significant innovation in the marketing strategy and business operations of many firms. In this module, students will be encouraged to look at how Web technology (especially Web 2.0) is affecting the service processes and communication approaches of both commercial and non-profit organizations. As businesses engage with and monitor social networks, brand communities, blogs, wikis and forums, we introduce students to processes that firms are using to analyse and manage social networks in digitally-driven markets.


The intended purpose of this module is to familiarise students with modern Marketing Research theory and practice. Market Research provides much of the information that allows the ‘marketing concept’ to be put into practice. The aim is to promote current ‘best practice’ in all topic areas, and the research process will be examined comprehensively from problem definition to presentation of results. Most students should find the basic research skills can be usefully applied in different areas of employment from marketing to social research.

The Group Project is an important feature of the module, providing students with a satisfying opportunity to put theory into practice in a ‘live’ context of their choice. Furthermore, students will be shown that Market Research is not only carried out on the general public, though that is often its most conspicuous aspect. Other types of consumers will be mentioned in specialised ‘business to business’ applications.

Consumer Behaviour focuses on how consumers navigate modern society. This module explores the psychological processes that occur before, during and after a product/service is consumed. As such, the module investigates the internal factors (e.g. motives, attitudes, perceptions, personality, self-concept) and external factors (e.g. culture, reference groups) that drive behaviour within consumer domains. The module also explores the two-way relationship between consumers and society at large.

This module provides an essential grounding for anyone wishing to enter into marketing communications/brand management/advertising careers. It also provides a useful basis for anyone wishing to pursue a career in other areas of marketing or business.

Brands are facing challenging times – and this module’s aim is to equip students with an understanding of the models and frameworks necessary for them to understand, develop and grow brands in a variety of organisational contexts.

Structured to combine new product development and innovation, and subsequent brand development, the module allows the student to develop creative thinking skills and related business acumen.

A combination of teaching and learning techniques will be utilised – including contemporary case studies, videos and role play. The theory will be explained and applied by tutors who have relevant experience managing products and brands for well-known companies.

Would you like to be equipped with the necessary skills and knowledge to develop new products, set strategies for brands and manage them? If so, then this module is for you.

This module evaluates a wide range of promotional tools: advertising, public relations, sales promotion, personal selling, sponsorship, direct marketing and promotional packaging. Promotion, one of the 4 Ps, is also known as Marketing Communications and the module starts by considering communications theory, as well as various models of how advertising might work. However, the majority of the module is about the individual promotional tools and how best to use them to achieve an organisation’s communication objectives and an integrated communications campaign.

The key elements of a successful promotional campaign are the audience, the message and the media. By the end of the module, students should understand the issues around reaching the right people with the right message. For example, will you use, television, press, Internet, radio, cinema, mobile phones, social media or more unusual ambient media such as pavements, hot air balloons or even people? We’ll assess a wide range of real campaigns across different media and critically evaluate how successful they are. The module is taught through lectures and tutorials, and students work both individually and in groups.

There is a comprehensive Blackboard website which includes private, group pages to assist students with their assignments. Case studies, videos and class exercises are used to illustrate the theories and concepts presented and to help develop analytical and decision making skills. Assessment is based around a realistic agency situation, with a team putting together a client pitch (a presentation designed to win new advertising business or to retain an existing agency customer).

Students take on the roles of key agency personnel in order to analyse the market situation and devise a suitable campaign. However, although some of the assessment is in a group the majority of the marks for this module are awarded on an individual basis.


Direct and Digital marketing is a burgeoning area of marketing activity. Organisations of all sizes are taking advantage of advances in computing and communication technology to ‘move closer’ to their customers and consumers. Databases are capable of storing huge volumes of information on customers and can be used for highly targeted promotional communications in both business to business and consumer markets.

But direct marketing is not only an essential promotional tool. The convergence of information and communications technology has shifted the balance of power between companies and customers forcing a greater appreciation of the value of ‘dialogue’ between the two. The boundaries between direct marketing and mainstream marketing are blurring. Today Direct Marketing is used to build brands, target sales promotions and generate the powerful customer insight required essential for top-level strategy development.

This module examines the determinants of direct and multi-channel policy. Emphasis is placed on the central role of customer information and how databases are built and used to identify, attract and retain profitable consumer groups. Students will be introduced to the direct marketing toolkit and become familiar with a wide range of Direct and Digital marketing media.

The International Marketing module equips students with an introductory view of the complexities of trading abroad, and applying previously learned Marketing tools.

On completion of this module you should understand the complexity of international marketing, and the idiosyncratic operation in different geographical environments, and the key terms and concepts associated with the international marketing literature.

This module addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. The module reviews marketing strategy from a managerial, a firm and a country perspective. It provides the transition for students to progress from a purely domestic approach towards the firm, to consider methods for operating in an overseas market, or in a domestic market with increasing competition from abroad.

Whether a student in from the UK or overseas, the module provides the background, topical issues, and techniques for marketing globally. All the concepts used are accompanied by contextual examples, giving students the ability to understand how the principles are applied, using real examples.

The Sports Marketing module builds on students’ existing generic knowledge of marketing and applies it to the more specialised and contextualised sports industry. The module will begin by examining the distinctive nature of the sports industry and how these special features impact on sports marketing.

Students will be given the opportunity to apply key theoretical marketing principles, in particular, analysing the sports marketing environment, understanding sports consumers and organisations, examining the importance of market segmentation and the roles of branding, endorsements and sponsorship within a sports marketing context. Global examples will be utilised to demonstrate the importance of sports marketing from an international perspective. Students will also be given the opportunity to reflect upon the impact of new media and communications technologies in the ongoing effort to connect with sports consumers.

A continual theme running through the module is the development of students’ information handling abilities and their use a range of theoretical models and tools to analyse specific sports marketing problems.

This module is designed to supply the non-law student with a working understanding of some of the major legal issues which arise in business. The module covers the formation and contents of contracts and the remedies for any breach of contract. The module also covers the law of negligence.


This module will follow on from the second year Brand Management and Advertising and Promotion modules and look to develop capabilities in applying theoretical knowledge gained in the second year, to the development of a new brand concept and launch plan. This will offer an alternative to the dissertation which is now an option on several marketing programmes and be aimed at providing students who want a more market orientated project, the opportunity to produce a substantial piece of work that they could present to a future employer. The brand portfolio will provide a strong foundation for anyone looking to further a career in product or brand management as it will replicate the company experience of developing a new brand and launching it into the market.

The Marketing Dissertation is designed to give students the opportunity to pursue a topic of their individual interest, from any area of marketing and retail; from brand to e-marketing, consumer behaviour to services marketing. Students frequently expand on a subject that has been of interest to them in previous marketing modules, link the study to issues that intrigued them from their work placements, or explore a topic that has not been studied in a formal module. With the guidance of a few lectures and support from an assigned supervisor, the dissertation should demonstrate the application of academic theory to actual marketing situations. Although supervised, the module requires the student to be able to work independently and set their own goals in exchange for the opportunity to explore a topic that excites and interests them personally. It is for all the above reasons why having a dissertation is still regarded as a badge of academic excellence and is highly regarded by industry.

This module is designed to be taken by the final year student who is likely to be pursuing a career in marketing. Being strategic in nature, it not only pulls together and builds on knowledge gained from other components of their programme, but it encourages the development of a critical approach to discussing the marketing management strategies of different types of companies. The module is designed to relate to real marketing situations, and the lectures and coursework will reflect and draw on marketing management decisions in context.


Revenue comes from customers. Good customer management is essential and it is now being recognised that there is a very strong link between customer management performance and overall business performance. Doing this means understanding which customers are profitable and which are not.

Customer management involves a comprehensive understanding of customer needs as either individual customers or segments of customers. Propositions need to be developed that will match the needs of these customers and will be attractive to new customers.

CEOs should demonstrate leadership in customer management and be responsible for looking after customers as this is too important to be delegated to the marketing department. Having the right people, processes, customer information and technology helps enable good customer management.

This module develops an understanding of how an organisation can avoid becoming a ‘stupid company’ by developing and implementing effective Customer Management.

The Internet has become an essential part of almost every company’s marketing strategy, whether viewed as a market or a distribution channel. E-marketing should be grounded in the Marketing concept and has a clear impact upon a firm’s Marketing Mix. It provides new and exciting ways to communicate with target audiences. It opens up new markets by doing away with the need for intermediaries and expensive shop fronts. In particular, the Internet’s international reach opens up foreign markets to SMEs. The Internet has also affected global pricing and opened up new pricing opportunities (for example auctions, dynamic pricing), while new e-products/services have emerged e.g. online music, social networking sites, magazine sites, text messaging services etc. One of the most important applications of E-marketing involves customer relationships management. Firms are utilizing new technologies to discover and meet the needs of demanding customers, to build relationships in order to gain a competitive advantage.

This module builds on the International Marketing Module, so it is assumed that the student has at least a basic understanding of the subject. The module provides a more focussed look at the incentives and drives for firms to operate globally, as well as reviewing global marketing strategies of firms.

The coursework elements allow for the formative development of the students’ thinking, reasoning and analytical skills, through various tutorial activities. These skills will feed into the summative elements of the module’s assessment programme. The group presentations allow the students, among other things, to demonstrate their abilities to investigate a situation and to offer solutions, based on analysis of relevant data and application of theory.

Students are performing as global marketing executives in determining, producing and defending the development of a global strategy. Skills of analysis, problem solving and decision making are emphasised throughout the module.

Ongoing feedback is given at each stage of the process and thus skills are both practiced and improved through the module. This assessment format allows the students to demonstrate their abilities to investigate a situation and to offer solutions to real global marketing issues.

Direct and Digital marketing is a burgeoning area of marketing activity. Organisations of all sizes are taking advantage of advances in computing and communication technology to ‘move closer’ to their customers and consumers. Databases are capable of storing huge volumes of information on customers and can be used for highly targeted promotional communications in both business to business and consumer markets.

This module aims to give students applied experience in a highly relevant and up to date area of Marketing. It will build knowledge, competence and confidence by working with a current marketing situation to generate an interactive marketing strategy and develop a feasible plan to deliver that strategy.

In a highly competitive employment market it is motivating to know that if you pass this module it means you are eligible to sit for the Institute of Direct Marketing (IDM) Certificate in Direct and Digital Marketing (Cert DDM). In short spending time and effort on this module means you could graduate from DMU with a professional qualification and membership of a professional body – This will give you the edge on many of your peers with the letters ‘Cert DDM’ after your name!

The service industry sector forms a substantial part of most developed economies. Hence, the range of services is enormous. Services are provided and consumed in nearly all areas of work, business, and home and leisure activities. The sheer number of services that are available has grown, partly because it is not always easy to differentiate products just on features, benefits, quality or price. Competition can be very intense and most product innovations or developments are copied quickly. Services provide an opportunity to add value yet not be copied, as each service is a unique experience.

In this module, we will explore the essence of the marketing of services including the contemporary challenges for business. This module will use a mixture of formal lectures, latest academic research, examples, and case studies to develop your understanding of current business practices.

Retailing is usually one of the largest sectors in the economy of any developed country. It is of critical importance to manufacturers and consumers alike. This module aims to demonstrate how the major marketing tools, which students should have already learnt, are currently used in the context of retail business. It achieves this through a combination of discussion and specific illustrations of the tools in use. The dynamism of the sector is legendary so the module uses up to date cases as a major vehicle for learning.

The module reflects major interests in positioning strategy, store choice and location, and the future development of retailing. These themes are reflected throughout the programme as being of significant use in current retail markets.

  • Enable students to build on the learning from their work experience during their placement year.
  • Enable students to validate and to deploy their post-experience skills and core competencies.
  • Support students to reflect critically on how their work experience had broadened and deepened their understanding of business and management issues.
  • Enable students to apply their reflective practice in their academic studies.
  • This module will be student-centred, starting from the portfolios developed by students during their placement period.
  • Throughout the module students will be asked to reflect on the key stages of their work placement using the academic literatures relating to career development, reflective practice and competitive advantage.

This module provides the opportunity to explore the evolution and practices of social media marketing alongside more critical consideration of the social, cultural and technological impact of social and mobile technologies that are transforming consumer behaviour and the business environment.

There is a focus on the incorporation of social media platforms into a brand’s marketing communications activity and the value of social media data in yielding actionable customer insight. Students will have the opportunity to gain hands on experience of proprietary social media management tools e.g. Hootsuite and supported to achieve internationally recognised standards of competency.

This module emphasises the central role of content as the unit of value in online communities and a key element of successful search marketing strategies. Practical workshops develop essential ‘brand journalism’ skills as students learn the principles and practicalities of creating compelling content for a range of audiences aligned to identified marketing objectives. Students will develop an understanding of the format, tone and style of content appropriate to a range of social media platforms. The development of key practical skills involved in analysing audience needs and researching and developing written materials will be emphasised alongside an appreciation of the value of images, video and interactive applications.

In the era of Big Data, firms have started to develop sophisticated data management and analytical processes with the aim to improve the efficiency and effectiveness of marketing strategies and activities. However, as firms are operating nowadays in dynamic and complex environments, marketing managers face challenges to synthesise and analyse the vast amount of data from ever-expanding data sources.

Marketing Analytics is concerned with the identification and exploitation of meaningful patterns in data sets available from internally and externally generated sources to aid evidence-based, objective decision making on a range of marketing problems. The module aims to familiarise students with various analytical tools and techniques, the use of appropriate metrics and development of relevant models to evaluate the performance of specific marketing actions. There will be particular focus on digital marketing analytics, such as the use and analysis of website and social media metrics.

Students will have the opportunity to develop skills in analytical software packages such as Excel, SPSS and utilise online analytics tools. The syllabus of the Marketing Analytics module reflects the growing industry demand for graduates with analytical skills to support marketing decision making and understanding the importance of data transformation into actionable insights.

About De Montfort University

Based in the heart of Leicester, the De Montfort University is a 21st century university that strives to build the type of talented individuals that employers look for: professional and work-ready graduates. DMU offers the best to its students, with UK and overseas placements, targeted training, internships, coaching, research opportunities and lifelong support. DMU was named the fifth best university for overall teaching excellence and the university’s lecturer panel has excelled in the National Teaching Fellow awards.

Entry Requirements​

  • A typical offer is 112 UCAS points. You need to study at least two subjects at A-level or equivalent (eg BTEC)
  • Five GCSEs at grades A–C including English Language and Maths
  • Pass Access with 30 Level 3 credits at Merit (or equivalent)
  • English (Language or Literature) and Maths GCSE required as separate qualifications at grade C
  • We will normally require students to have had a break from full time education before undertaking the Access course
  • International Baccalaureate: 26+ Points

    Mature students

  • We welcome applications from mature students with non-standard qualifications and recognise all other equivalent and international qualifications.

    English language

  • If English is not your first language, an IELTS core of 6.0 (including a minimum of 5.5 in each component) or equivalent is normally required.

BA (Hons) Marketing

Learn how to analyse real business problems and provide creative marketing solutions.

Delivered & Awarded by

De Montfort University


36 months


Please get in touch

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